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Investment in social media has increased more in the past 12 months than ever before yet most marketers admit they still can’t measure its impact. So how can brands prove their investment is paying off?

The brands have teamed up with Channel 4 to broadcast a primetime ad break takeover that aims to highlight the hateful and sometimes violent social media posts aimed at real people cast in their ads, with the hope it will get more people to think about the impact such comments can have.

Platforms like Facebook and Instagram are providing a rich ground for direct-to-consumer brands to launch at scale and become an instant part of their customers’ everyday lives, as long as they can create reasons to keep engaging.

Heavily reliant on social media marketing and increasingly in search of data insights, festival brands are investing in creativity as they look to capture a greater share of consumer time and attention.

The emergence of TikTok suggests short-form video is more resilient, among both consumers and advertisers, than might previously have been believed but it will face challenges to maintain its popularity.

Clinique didn’t know the offline effect of its Facebook video ads until it undertook a landmark six-month study to demonstrate their impact on metrics including in-store sales and product consideration.

Adidas football is shaking up how it speaks to consumers, from using dark social to build a community to launching its first app and rethinking its “outdated” ad strategy, as it looks to stay one tackle ahead of the competition.